7 Ways Consumer Reviews Are Changing How We Shop

Consumer reviews are an important part of the shopping experience, influencing the opinions and decisions of shoppers. Whether we’re looking for a new place to dine out or what kind of blender to purchase, the experiences of fellow buyers guide our hands. This article discusses the different ways in which consumer reviews are changing how we shop.

Key Takeaways

Online reviews have become the online version of word-of-mouth, shaping what people buy and where they spend their money.
Shoppers trust reviews with a mix of positives and negatives more than ones that seem too perfect, because authenticity makes a big difference.
Consumers no longer quickly glance at ratings anymore; they’re digging into the number of reviews, what people actually feel, and how consistent a brand’s reputation is across products and platforms.

1. Reviews Are the New Word of Mouth

In the digital age, online reviews have greatly replaced word-of-mouth recommendations. According to a study published in the International Journal of System Assurance Engineering and Management, "online consumer reviews (OCRs) have become a pivotal resource for consumers seeking information and advice on products and services."

According to Michelle Greenwald, Adjunct Associate Professor at the Stern School of Business at New York University, "It's all social media. You know 'TikTok Made Me Buy It.' People go shopping and then share what they bought. There's a whole social media influencer group that talks about it every time there's new stuff. They'll show everyone what they bought and review it."

This shift underscores the importance of peer opinions in the purchasing process and how consumers seek them out when making purchasing decisions.

2. Positive Reviews Boost Sales, Negative Ones Deter Buyers

Consumer reviews directly impact sales. A study from Dixa shows that consumers are more likely to buy from a website that has customer reviews than ones that do not. Logically, positive reviews generate feelings of trust, which increases confidence in the product, having a persuasive effect on buying. Negative reviews reduce this trust and inhibit buying intentions, showing that peer feedback has a profound effect on purchasing decisions.

3. Authenticity Matters More Than Before

While having consumer reviews is important, authenticity plays a key role. Negative reviews on websites help enhance credibility, signaling transparency and honesty. A website with only positive reviews raises suspicions.

So if a product has 15 five-star reviews without a negative comment in sight, it may actually deter buying. In fact, a study by Northwestern University's Spiegel Research Center determined that purchase likelihood generally peaks with ratings between 4.0 and 4.7, and then begins to decrease as the rating approaches 5.0.

"Reviews are very beneficial," says Greenwald. "They're beneficial because I think most consumers don't trust brands to tell them who they are. Of course, they're only going to say the good things about products, so I like to look at the extremes. What are the best things that people are saying? What are the worst things? Because then I feel like I get a full picture."

Shoppers want to know as much as they can about a product so they can weigh the pros and cons and make informed decisions. Only positive reviews are a deterrent.

4. High-Value Purchases Are More Affected by Reviews

While consumer reviews shape buying decisions for all items, consumers rely on them more when purchasing expensive items. It makes sense to have more research and insight when parting with a large chunk of your money. The study by Northwestern University's Spiegel Research Center found that displaying reviews for higher-priced products increased conversion rates by 380%, compared to a 190% increase for lower-priced items.

Fast Fact

More and more, shoppers are checking the reviewer's profile, not just the review itself, to gauge credibility, turning ordinary consumers into authorities on what's worth buying.

5. Volume and Detail of Reviews Shift Behavior

A few five-star ratings are no longer enough to convince a consumer to hit that buy button. Not only are consumers scanning for high ratings, but also for how many people are leaving reviews and what they're saying in those reviews.

"If it has a lot of reviews, it means that it has sold a lot. So if there are a lot of reviews and the average is very high, that's impressive," Greenwald explains. "If there's like 10 or 15 and it's high, it could be that they just got all their friends to comment for them. There's credibility in numbers."

This means that consumers are no longer making decisions based on a brand’s reputation or price tag but are outsourcing trust and decision-making to the masses. As such, the volume and nuance of reviews have become signals of reliability. Crowd consensus is altering how we determine what’s worth buying.

6. Consumers Judge a Brand by Its Reviews

Reviews shape how consumers feel about a brand, not just a product. If one product by a brand has amazing reviews, but its other products have numerous complaints and low ratings, it may make a consumer pause.

They wonder about the brand's quality control, customer service, and trustworthiness. On the other hand, a brand with consistently strong reviews across multiple product lines increases consumer confidence, even if they're buying from the company for the first time.

7. Shoppers Are Becoming More Review Savvy

Since reviews are now commonplace and there are plenty of fake reviews and bots leaving feedback, consumers have adapted to become more active in assessing their reliability. Consumers look at review patterns, compare feedback across multiple platforms, and consider the context of comments. This critical approach helps them make more informed purchasing decisions.

The Bottom Line

Consumer reviews play a central role in how we shop, shaping what we buy and how we judge brands. From trusting detailed, authentic feedback over perfect five-star ratings to paying extra attention when the price tag is higher, shoppers today rely on real voices to guide their choices.